THE CANADIAN PRESS
VANCOUVER — The name will remain the same when the Vancouver Whitecaps begin play in Major League Soccer next season but the club will have a different look.
A new logo unveiled Tuesday has the words Vancouver Whitecaps FC written in white on a deep sea blue background. A stylized W represents the snow-capped mountain peaks of the North Shore and the white-capped waves of the ocean.
The logo is lined with silver, a nod to the championships the team has won since being formed in 1974.
Over the years team president Bob Lenarduzzi has seen at least six logo changes. He says the Whitecaps looked to some of the world’s most storied teams for inspiration for the latest version.
"What we did is we matched it up with some of the more famous clubs around the world, Chelsea, Barcelona," said Lenarduzzi, a new Whitecaps scarf draped around his neck. "If you look at ours it has that classic look to it that I think will stand the test of time."
The early reviews were mixed on the logo.
"Wow, the new Whitecaps logo looks bad," said one comment on Twitter.
Another was more middle of the road.
"Well, it doesn’t suck but it is a little generic," said the posting.
Dave Pratt, host of a popular afternoon program on The Team 1040 sports radio, was animate in his dislike.
"This does nothing for me and it does not say Vancouver," Pratt said
When MLS announced Vancouver would become the league’s 17th franchise, the team did not officially say it would retain the name Whitecaps.
Lenarduzzi, a member of the Whitecaps team that won the old North American Soccer League championship in 1979, said there never was any serious consideration of changing the name.
"We wanted to do our due diligence and make sure it was the right name," he said. "In my mind there never was any doubt.
"In going through the process it was clear people wanted the Whitecaps name. There is history there. No one wanted to turf that goodwill."
Denny Veitch, the Whitecaps first general manager and Lenarduzzi’s father-in-law, named the team in 1974 before its first season in the NASL.
The name came to him one day while driving over the Lions Gate Bridge, which connects Vancouver and the North Shore.
"It was a rough day, there were whitecaps on the water," said Lenarduzzi. "There were whitecaps on the mountain. That was it.
"There are some names in professional sports that are symbolic with the city you are in. I think ours really does capture the essence of our city."
Paul Barber, the Whitecaps chief executive officer, said the team needed a new logo as it prepared to enter MLS.
"We are in an age now where digital technology is very important," said Barber, the former executive director of Tottenham Hotspur.
"We needed a logo that was clean and efficient both on the jersey, on the screen, on pages, on paper. I think it is one the fans will be proud to wear. I think it’s very traditional looking in terms of the soccer world. At the same time it combines what’s best about this city."
The Whitecaps plan to unveil the new team jersey soon.
The Whitecaps currently lead the NASL Conference of the USSF Division 2.
They’ve captured seven titles — two USL First Division championships in 2006 and 2008, four Canadian Soccer League championship titles, and the NASL title in 1979.
The team’s ownership group is headed by local millionaire Greg Kerfoot. Other owners include Steve Nash, the two-time NBA MVP who grew up in Victoria; Jeff Mallett, a co-owner of baseball’s San Francisco Giants; and Steve Luczo, a co-owner of the NBA Boston Celtics.
The club also announced season tickets would go on sale Saturday.
About 10,000 deposits have already been received. The team plans to cap tickets at 16,500. Prices start at $319.
Canada will have three MLS franchises when Montreal joins the league in 2012. Toronto FC entered the league in 2007.